Among novelties, classics and great works of architecture, film or design, in the window of the Seller Chamber of Bilbao can read a sign that announces: "Maridamos wine and literature." For almost a year, every Saturday at noon Javier Cámara, its owner, pop a couple of bottles of wine and a glass invites customers to visit him. "We want to create shopping experiences. We are at a turning point, where the Internet has everything. It is easier and faster, but can not compare with the added value of taking a wine when you enter the library ", defends House. "We have to change the model and not just simply to sell, but to make the customer feel at ease," he adds. Javier Cámara imported the idea of ​​a professional tour London The wine was served yesterday Cave dried, a red Yecla Monastrell grapes, cabernet sauvignon, merlot and syrah. No detail overlooked, or to respond to inquiries about the books or to choose the fine crystal glasses. Among those who pry with a wine in hand, yesterday was the writer Javier Giménez Sasieta Bilbao. In the table of recommended books, alongside the works of Antonio Orejudo, rested his first novel, The event, one Thrille scientific r. "The response from people is great, because there's nothing better than surprising, and offer a wine when you buy books or magazines, surprise" hits the shelf. Chamber discovered the pleasure of tasting a wine in a bookstore in a business trip. It was in the centenarian Foyles , Charing Cross, London, with its five floors crammed with volumes. At the end of the workshop they were served a drink without leaving the premises. He liked the experience and implanted in Bilbao. Other Spanish colleagues are also trying to entertain their clients with more than just text. In Black and Criminal , in Barcelona, ​​Saturday is the day to invite mussels. He came on Saturday was not the only idea that House has imported from European libraries. In their shelves, some works carry a small card with reader comments, most well-founded recommendations and all signed by name. The initiative to offer customers the opportunity to comment on their readings was imported from La Machine à Lire , in the old city of Bordeaux. House is still seeking ways to maintain the health of a traditional business. It runs on paper for packaging designs jointly volumes and bottles of wine, in a project that joins the enoteca located across the street, The Wine Corner. And open space arises in local and direct lighting sofas where you can sit quietly to read or seek a partner to organize hospitality dinners after closing time.